Gen Z audio marketing playbook according to SiriusXM Media
SiriusXM Media unveils its Gen Z strategy across audio platforms, from SoundCloud to Pandora
Reaching Gen Z means understanding more than just their digital behavior. It requires fluency in subcultures, meme cycles, and how identity, creativity, and community intersect.
Usually, with a playlist in the background. SiriusXM Media’s 2025 Real Sound of Gen Z playbook does more than outline listening habits. It offers a tactical roadmap for brands trying to cut through the noise with this famously elusive generation.
This article explores SiriusXM’s multi-platform approach to Gen Z audio engagement, the three emerging audience personas shaping content consumption, and what marketers can learn from how SiriusXM uses digital audio to drive emotional resonance, not just impressions.
Short on time?
Here’s a table of contents for quick access:
- Gen Z’s audio obsession in numbers
- Inside SiriusXM’s audio empire
- Who’s who in Gen Z: Wanderers, Connoisseurs, and Realists
- What marketers should know
Patrecia Meliana
Gen Z's audio obsession in numbers
Audio isn’t just a background soundtrack for Gen Z. It is central to how they shape identity, cope with stress, and feel connected. According to SiriusXM:
- 97% consumed music in the last month, more than any other media type
- 55% say music helps them express their individuality
- 53% say audio helped shape who they are
Audio is how Gen Z decompresses, creates meaning, and connects with others. That dual role makes it a high-value channel for any brand looking to build long-term resonance.
Inside SiriusXM's audio empire
SiriusXM Media reaches 60% of Gen Z (18–24) every month across its platforms. That includes:
- Pandora for mood-based playlists and nostalgia-driven listening
- SoundCloud for subculture discovery and artist-first engagement
- Audiomack and idobi through exclusive publisher partnerships
- The SiriusXM Podcast Network, home to 2500+ shows, from true crime to pop culture
The platforms serve different emotional needs. Together, they give SiriusXM a wide net across Gen Z's audio consumption journey.
Who's who in Gen Z: Wanderers, Connoisseurs, and Realists
SiriusXM divides Gen Z into three key personas. Each comes with distinct listening habits, content preferences, and ad receptivity.
1. The Wanderer (ages 13–17)
They live online, rely on audio for self-expression, and engage across multiple formats.
- 71% say podcasts keep them entertained
- Prefer creators who show up on YouTube, TikTok, and podcast platforms
- Often follow hosts across channels, subscribing and sharing content regularly
Patrecia Meliana
2. The Connoisseur (ages 18–24)
In school or early careers, this group is curious and culture-forward.
- 60% discover new music weekly
- Favors SoundCloud for emerging artists and underground scenes
- Looks for positivity, personal growth, and self-awareness in podcast themes
Patrecia Meliana
3. The Realist (ages 25–29)
Known as zillennials, Realists balance nostalgia with cultural trendspotting.
- 82% still listen to music from their youth
- Use audio to recall memories and unwind
- Pandora is their top platform for throwbacks and mood-based targeting
What marketers should know
SiriusXM’s persona-first approach highlights how brands can meet Gen Z where they already are.
Here’s how to turn these insights into action.
1. Align formats with consumption habits
- Wanderers want video snippets, teaser clips, and multi-platform campaigns.
- Connoisseurs want culture-driven storytelling with social proof.
- Realists want comfort, routine, and nostalgia in their audio.
2. Use native tools to boost credibility
- SoundCloud’s Comment Check lets artists react to real fan comments, giving brands a role in genuine engagement.
- Pandora enables mood-based ad targeting, making it easier to match message tone with listener mindset.
3. Go deep, not broad
Mass appeal doesn’t work here. Gen Z rewards niche, specific storytelling. Partner with creators who speak their language, not just the ones with the biggest follower counts.
4. Be real or be gone
65% of Gen Z want brands to be transparent about their values. 53% say brands should feature people from diverse backgrounds. Representation and authenticity aren’t nice-to-haves. They are baseline expectations.
SiriusXM’s Gen Z playbook is a masterclass in audience mapping through sound. It breaks through generic demographic targeting and shows how emotional nuance, platform fluency, and content specificity can unlock attention.
For marketers, this isn’t just a media update. It is a reminder that to reach Gen Z, brands need to act less like advertisers and more like participants. The ones that listen will be the ones worth listening to.
